International Baccalaureate - Teaching Teachers
The International Baccalaureate approached us to help them develop a communications plan to help increase training workshops among its teachers and administrators with an emphasis in South and Central America. As the educational curriculum advocates “life-long learning” the international baccalaureate encourages its instructors to adapt the same philosophy. They encourage them to refresh their knowledge base and to learn about new methods and teaching techniques from fellow instructors.
The challenge was that while the IB has many schools in South and Central America, they are widely dispersed throughout many countries with great distances between them. Aside from the challenges of identifying and attracting instructors to locations for training workshops, there was also the issue of travel and the expenses associated with it. Online and digital classes were moderately viable options as many schools and instructors are situated with poor technology infrastructure where dial-up is the norm.
How We Delivered
After conducting a research program that spanned twenty countries, we delivered a robust communication plan that was originally adopted by the Americas and eventually implemented in Southeast Asia. The creative focused on the collaborative educational opportunities and the comradery of its colleagues. These teachers needed the opportunity to pick up pointers from other instructors, ask questions among peers and make connections. We created workshops that were given a subtle cache—and by attending them reflected highly on the commitment the instructors were making for the greater mission of educating children.
We developed the theme line for the recruitment campaign – “Learn, Lead, Succeed.” The materials were distributed through email and through direct mail pieces that were posted on bulletin boards. The bulletin boards at these schools were visited by everyone every day. Posting large, colorful, informative posters and session calendars broke through the clutter of what was usually on the boards. These calendars were intentionally designed to reflect a 9-month schedule which created staying power.By doing this, we knew the posters and calendars would stay up and be seen day-after-day by the instructors at the schools.
In its first year of implementation, the new campaign lifted attendance at training workshop sessions by 15%. In the second year, the strategy and materials were adopted by the Asia Pacific schools.